Esports entertainment company Allied Esports has formed an esports venue affiliate program, built in mind to assist partners that are interested in building esports-focused venues.
Titled the Allied Esports Property Network, the program will give members access to the company’s events and content platform. This, in turn, will provide “participants and viewers with integrated experiences both in-person and online”.
Those who join the affiliate program will be incorporated into Allied Esports’ tournament ecosystem, allowing teams and players to participate in global events that typically culminate at its flagship venue: the HyperX Esports Arena Las Vegas.
Jud Hannigan, CEO of Allied Esports discussed the venture in a statement: “The Allied Esports Property Network aligns like-minded operators around the world, which we believe is a recipe for building even more powerful offerings for gamers, streamers, teams, sponsors and fans to create unparalleled experiences and content together.
“As we continue to add more global flagship properties and expand our fleet of esports trucks, this new affiliate program will organically grow our footprint worldwide and provide members with an incredible opportunity to participate in our event and content calendar, while operating their own facilities in a way that best suits their respective regions and customer base.”
Additionally, Allied Esports will help with brand licensing rights, tournament organisation, content creation & distribution, and venue development. Each of the venues owned by members in the network will be branded with a membership logo to display the partnership.
Australian esports venue company Fortress Esports has joined the network in a multi-year agreement, giving the company exclusive venue development rights in Australia and New Zealand. The first result of this partnership is set to open in Melbourne in 2019.
Jon Satterley, CEO of Fortress Esports also commented: “Fortress Esports is thrilled to join the Allied Esports Property Network. Live, social video gaming and esports is an emerging phenomenon in Australia and New Zealand, and we believe our partnership with Allied will provide us with a formidable edge to shape and define the market for years to come. A Fortress isn’t just an esports arena and venue. It’s a community hub and social gathering place. A place for friends to meet and play video games together. An inclusive, friendly and welcoming home for every kind of games lover.”
In November, Allied Esports’ arena in the Luxor Hotel & Casino was renamed as the HyperX Esports Arena Las Vegas, as the peripheral brand secured exclusive naming rights for the venue.
Esports Insider says: There’s a prominent trend of esports-dedicated venues emerging in the industry, and Allied Esports is one of the front-runners as things stand. Moves such as this, which encourages more and more players to come into the game while giving Allied Esports some involvement, could help to propel the emergence of such venues even further.